BEAT UP RURAL SOUTH & NORTHEAST TO THE VITAMILK WAY

TitleBEAT UP RURAL SOUTH & NORTHEAST TO THE VITAMILK WAY
ClientGREENSPOT
Product / ServiceSOYMILK
CategoryA01. Event & Field Marketing
EntrantUM THAILAND Bangkok, THAILAND
Entrant Company:UM THAILAND Bangkok, THAILAND
Sales Promotion/Advertising Agency:UM THAILAND Bangkok, THAILAND

The Brief

Vitamilk has been the brand leader of Soymilk category in Thailand for a long time. Until last year, Lactasoy has exceeded in taking over TOM awareness especially in both South and Northeast area. So we need to defend Market Leader position in Southern of Thailand as well as expand penetration into Northeastern rural, the biggest market region, with very limited budget.

Describe how the promotion developed from concept to implementation

Due to the normal & routine life of Thai rural consumers which is quite simple getting up early each day and getting involved in a farm life until sunsets. We fulfilled them the Entertainment and blend Vitamilk brand into local content “Song & Music Video” , endorsed by the most inspiring & famous male singer of Southern Thailand, "BaoWee". Also amplify this song to engage the biggest Northeastern region with their own “E-sarn way of Entertainment“ by free live concerts to 20 Northeastern countries.

Describe the success of the promotion with both client and consumer including some quantifiable results

Gain more spontaneous awareness, +30% in Northeasten during the first half of 2011, 1st time for Vitamilk awareness to beat competitor in this region. While still protect leading position in the Southern with +22% TOM awareness. The Sales Volume also increased by 6-12% for Northeastern & 3-11% for Southern in half a year

Explain why the method of promotion was most relevant to the product or service

Both Southern & Northeastern consumers look up to their local icon, especially in the traditional way. They are pleased to spend all night long with local music event from 6pm till 6am in the morning. So we blend our product equity "Shake for the better taste" into local language song, create the dancing style and amplify to the music video & free live concerts as the integrated local activity.

Credits

Name Company Position
Anan Teerawitchayakul Greenspot Co.,Ltd. Marketing Manager
Kritsada Prampornviput Greenspot Co.,Ltd. Brand Manager
Tharaputh Charuvatana UM Managing Director
Nanthaporn Saweerasarid UM Senior Strategist
Kanokwan Kunaruangroj UM Business Group Head